Marketing Automation with the CIM

By 22 June, 2018News

Marketing automation has exploded in the past 3 years bringing together mature technologies to produce a reliable method of producing personalised customer journeys at scale.  It’s well used by big businesses to engage with their audiences and produce the impression of local content on an international scale. But small businesses are benefiting from the industry too by planning, scheduling and managing their contacts all from a single control panel. It doesn’t matter what size you are, marketing automation can deliver more contacts and a greater return on investment.

So, it’s unsurprising that a lot of business people & marketing professional have a lot of questions about Marketing Automation and the Chartered Institute of Marketing (CIM) decided to host an event and invite some of the most active and success business people from around the area.  All that was needed was a speaker that understood the technology and provide high quality content to CIM members.  In steps Beach Marketing, a local Northampton and Milton Keynes based agency that have run successful Marketing Automation campaigns for years and offered their own marketing automation platform – Sonar – for over 18 months.

Did you know? Almost 40 % of those not yet using marketing automation are going to invest in it in the next 12 months – Liana “The Benefits and Challenges of Marketing Automation” (2017)

The event was easy to get to hosted at the MK College in Milton Keynes and it was well attended by marketing managers, directors, designers, implementors and student interested in how the new technology can be applied.

The aim was to help attendees understand Marketing Automation, so they can start to apply it to their own business and the content was not focused on a particular platform but touched on all the elements of marketing automation:

  • Strategy
  • Data
  • Audience(s)
  • Planning
  • Communications
  • Execution
  • Reporting & Analysis

Did you know?  More than half of marketers (56 percent) think the martech industry is evolving faster than their companies’ use of marketing technology. – Walker Sands State of Marketing Technology 2017 (2017)

The event started with food and drink as everyone arrived after a long day in the office (or out on the road, I’m looking at you John). It was a great icebreaker and refresh tired minds so by the time the presentation started we were all relaxed and eager to get started.

We started at 7pm and it was immediately obvious that we were going to get some great discussions with the Beach team interacting with the audience, asking questions and taking the time to respond to each query as they progressed.  Sometimes we heard a question from a very practical point of view (“how does Sonar interact with our existing CRM?” for example) and at other times we entered into a more philosophical debate (“what is marketing?”).

63% of companies successful in Marketing Automation plan to increase their Marketing Automation budget – – Conductor 182 Marketing Executives Reveal Their 2015 Success Tactics (2015)

Over the course of the next 60 minutes Beach Marketing chaired a tremendous exchange of ideas on applying marketing automation to a variety of industries including B2B, B2C, education and charity applications.  We opened chapters on acquisition and retention as well as how Sonar can be used to fully integrate the buyer journey across the Sales and Marketing cycles through lead scoring. The only shame was that we didn’t have enough time to delve too deeply into each area!

Did you know? 33% (of respondents) have already implemented marketing automation software within their businesses – Source: Apteco Ltd “Trend Report Data driven marketing 2015”

It was remarkable to see the confidence shine through as they proceeding to run through a live demonstration creating tailored content for each delegate in real-time, it was great to see that level of thought which went a long way to demonstrating the power of marketing automation.

If you weren’t able to make it then I can recommend a conversation with the Sonar team at beach about how they can help you, alternative you can try the demo for yourself by clicking here.

A final thought from Steve Bishop “Whilst automation is undoubtedly a fantastic tool it’s no panacea!  Marketers still need to understand the strategy behind it to make it work, after all there’s no point in doing the wrong things faster – Marketing Automation is about doing the right things better!”

For more information call 01604 239 837 or e-mail